{"id":"https://openalex.org/W7119085474","doi":"https://doi.org/10.2196/74221","title":"Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study","display_name":"Marketing Strategies and Factors Influencing the Popularity of Alcohol Videos from Official Brand Accounts on Douyin: Content Analysis Study","publication_year":2026,"publication_date":"2026-01-06","ids":{"openalex":"https://openalex.org/W7119085474","doi":"https://doi.org/10.2196/74221","pmid":"https://pubmed.ncbi.nlm.nih.gov/41494163"},"language":"en","primary_location":{"id":"doi:10.2196/74221","doi":"https://doi.org/10.2196/74221","is_oa":true,"landing_page_url":"https://doi.org/10.2196/74221","pdf_url":"https://infodemiology.jmir.org/2026/1/e74221/PDF","source":{"id":"https://openalex.org/S4210171885","display_name":"JMIR Infodemiology","issn_l":"2564-1891","issn":["2564-1891"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","jufo-1","ki-jl-1","medline"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"JMIR Infodemiology","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj","pubmed"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://infodemiology.jmir.org/2026/1/e74221/PDF","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5039768460","display_name":"Yuchen Zhao","orcid":"https://orcid.org/0000-0002-1935-8147","observed_orcids":["https://orcid.org/0000-0002-1935-8147"]},"institutions":[{"id":"https://openalex.org/I24943067","display_name":"Fudan University","ror":"https://ror.org/013q1eq08","country_code":"CN","type":"education","lineage":["https://openalex.org/I24943067"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yuchen Zhao","raw_affiliation_strings":["Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701"],"raw_orcid":"https://orcid.org/0000-0002-1935-8147","affiliations":[{"raw_affiliation_string":"Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701","institution_ids":["https://openalex.org/I24943067"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5047429137","display_name":"L. Zhang","orcid":"https://orcid.org/0000-0002-6237-8936","observed_orcids":["https://orcid.org/0000-0002-6237-8936"]},"institutions":[{"id":"https://openalex.org/I24943067","display_name":"Fudan University","ror":"https://ror.org/013q1eq08","country_code":"CN","type":"education","lineage":["https://openalex.org/I24943067"]},{"id":"https://openalex.org/I4210127074","display_name":"Zhongshan Hospital","ror":"https://ror.org/032x22645","country_code":"CN","type":"healthcare","lineage":["https://openalex.org/I4210127074"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Lingyun Zhang","raw_affiliation_strings":["Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701","Party Committee Office, Zhongshan Hospital Affiliated with Fudan University, Shanghai, China"],"raw_orcid":"https://orcid.org/0000-0002-6237-8936","affiliations":[{"raw_affiliation_string":"Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701","institution_ids":["https://openalex.org/I24943067"]},{"raw_affiliation_string":"Party Committee Office, Zhongshan Hospital Affiliated with Fudan University, Shanghai, China","institution_ids":["https://openalex.org/I24943067","https://openalex.org/I4210127074"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5109703247","display_name":"Chenyu Qian","orcid":"https://orcid.org/0009-0005-9902-150X","observed_orcids":["https://orcid.org/0009-0005-9902-150X"]},"institutions":[{"id":"https://openalex.org/I24943067","display_name":"Fudan University","ror":"https://ror.org/013q1eq08","country_code":"CN","type":"education","lineage":["https://openalex.org/I24943067"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Chenyu Qian","raw_affiliation_strings":["Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701"],"raw_orcid":"https://orcid.org/0009-0005-9902-150X","affiliations":[{"raw_affiliation_string":"Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701","institution_ids":["https://openalex.org/I24943067"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5122247267","display_name":"Wenjie Guo","orcid":"https://orcid.org/0009-0003-1700-3451","observed_orcids":["https://orcid.org/0009-0003-1700-3451"]},"institutions":[{"id":"https://openalex.org/I24943067","display_name":"Fudan University","ror":"https://ror.org/013q1eq08","country_code":"CN","type":"education","lineage":["https://openalex.org/I24943067"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Wenjie Guo","raw_affiliation_strings":["Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701"],"raw_orcid":"https://orcid.org/0009-0003-1700-3451","affiliations":[{"raw_affiliation_string":"Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701","institution_ids":["https://openalex.org/I24943067"]}]},{"author_position":"middle","author":{"id":null,"display_name":"Weiyun Zhu","orcid":"https://orcid.org/0009-0007-4578-6800","observed_orcids":["https://orcid.org/0009-0007-4578-6800"]},"institutions":[{"id":"https://openalex.org/I24943067","display_name":"Fudan University","ror":"https://ror.org/013q1eq08","country_code":"CN","type":"education","lineage":["https://openalex.org/I24943067"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Weiyun Zhu","raw_affiliation_strings":["Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701"],"raw_orcid":"https://orcid.org/0009-0007-4578-6800","affiliations":[{"raw_affiliation_string":"Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701","institution_ids":["https://openalex.org/I24943067"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5008363556","display_name":"Pinpin Zheng","orcid":"https://orcid.org/0000-0003-3902-2955","observed_orcids":["https://orcid.org/0000-0003-3902-2955"]},"institutions":[{"id":"https://openalex.org/I24943067","display_name":"Fudan University","ror":"https://ror.org/013q1eq08","country_code":"CN","type":"education","lineage":["https://openalex.org/I24943067"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Pinpin Zheng","raw_affiliation_strings":["Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701"],"raw_orcid":"https://orcid.org/0000-0003-3902-2955","affiliations":[{"raw_affiliation_string":"Department of Preventive Medicine and Health Education, School of Public Health, Institute of Health Communication, Fudan University, 138 Yixueyuan Road, Xuhui District, Shanghai, 200032, China, 86 13917249701","institution_ids":["https://openalex.org/I24943067"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":1500,"currency":"USD","value_usd":1500},"apc_paid":{"value":1500,"currency":"USD","value_usd":1500},"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.01193012,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"6","issue":null,"first_page":"e74221","last_page":"e74221"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.5439000129699707,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.5439000129699707,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12816","display_name":"Global Public Health Policies and Epidemiology","score":0.18870000541210175,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10060","display_name":"Smoking Behavior and Cessation","score":0.06679999828338623,"subfield":{"id":"https://openalex.org/subfields/2737","display_name":"Physiology"},"field":{"id":"https://openalex.org/fields/27","display_name":"Medicine"},"domain":{"id":"https://openalex.org/domains/4","display_name":"Health Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/alcohol-marketing","display_name":"alcohol marketing","score":0.9629999995231628},{"id":"https://openalex.org/keywords/douyin","display_name":"Douyin","score":0.75},{"id":"https://openalex.org/keywords/tiktok","display_name":"TikTok","score":0.972000002861023},{"id":"https://openalex.org/keywords/alcohol-advertising","display_name":"alcohol advertising","score":0.7459999918937683},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.5450000166893005},{"id":"https://openalex.org/keywords/video-popularity","display_name":"video popularity","score":0.6710000038146973},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.5960000157356262},{"id":"https://openalex.org/keywords/alcohol-warning-labels","display_name":"alcohol warning labels","score":0.531000018119812},{"id":"https://openalex.org/keywords/age-limits","display_name":"age limits","score":0.5849999785423279},{"id":"https://openalex.org/keywords/brand-elements","display_name":"brand elements","score":0.4099999964237213},{"id":"https://openalex.org/keywords/alcohol-consumption","display_name":"alcohol consumption","score":0.6899999976158142}],"concepts":[{"id":"https://openalex.org/C2780586970","wikidata":"https://www.wikidata.org/wiki/Q1357284","display_name":"Popularity","level":2,"score":0.7599999904632568},{"id":"https://openalex.org/C31173074","wikidata":"https://www.wikidata.org/wiki/Q2632514","display_name":"Attractiveness","level":2,"score":0.7049999833106995},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6115999817848206},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.597000002861023},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5867999792098999},{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.5812000036239624},{"id":"https://openalex.org/C162446236","wikidata":"https://www.wikidata.org/wiki/Q653137","display_name":"Content analysis","level":2,"score":0.4778999984264374},{"id":"https://openalex.org/C138816342","wikidata":"https://www.wikidata.org/wiki/Q189603","display_name":"Public health","level":2,"score":0.3077000081539154},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.27570000290870667},{"id":"https://openalex.org/C2781066024","wikidata":"https://www.wikidata.org/wiki/Q156","display_name":"Alcohol","level":2,"score":0.2676999866962433},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.26179999113082886},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.25600001215934753},{"id":"https://openalex.org/C87662996","wikidata":"https://www.wikidata.org/wiki/Q5256447","display_name":"Health claims on food labels","level":2,"score":0.25279998779296875},{"id":"https://openalex.org/C185618831","wikidata":"https://www.wikidata.org/wiki/Q1851928","display_name":"Health promotion","level":3,"score":0.25209999084472656},{"id":"https://openalex.org/C2781286702","wikidata":"https://www.wikidata.org/wiki/Q2604680","display_name":"Target audience","level":2,"score":0.2500999867916107}],"mesh":[{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000329","descriptor_name":"Advertising","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000428","descriptor_name":"Alcohol Drinking","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D000428","descriptor_name":"Alcohol Drinking","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D000428","descriptor_name":"Alcohol Drinking","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D000428","descriptor_name":"Alcohol Drinking","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D000428","descriptor_name":"Alcohol Drinking","qualifier_ui":null,"qualifier_name":null,"is_major_topic":true},{"descriptor_ui":"D000434","descriptor_name":"Alcoholic Beverages","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000434","descriptor_name":"Alcoholic Beverages","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000434","descriptor_name":"Alcoholic Beverages","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000434","descriptor_name":"Alcoholic Beverages","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D000434","descriptor_name":"Alcoholic Beverages","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D002681","descriptor_name":"China","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D002681","descriptor_name":"China","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D002681","descriptor_name":"China","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D002681","descriptor_name":"China","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D002681","descriptor_name":"China","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D006801","descriptor_name":"Humans","qualifier_ui":null,"qualifier_name":null,"is_major_topic":false},{"descriptor_ui":"D014741","descriptor_name":"Video Recording","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D014741","descriptor_name":"Video Recording","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D014741","descriptor_name":"Video Recording","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D014741","descriptor_name":"Video Recording","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D014741","descriptor_name":"Video Recording","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000379","qualifier_name":"methods","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D040541","descriptor_name":"Marketing","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D061108","descriptor_name":"Social Media","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D061108","descriptor_name":"Social Media","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D061108","descriptor_name":"Social Media","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D061108","descriptor_name":"Social Media","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true},{"descriptor_ui":"D061108","descriptor_name":"Social Media","qualifier_ui":"Q000706","qualifier_name":"statistics & numerical data","is_major_topic":true}],"locations_count":4,"locations":[{"id":"doi:10.2196/74221","doi":"https://doi.org/10.2196/74221","is_oa":true,"landing_page_url":"https://doi.org/10.2196/74221","pdf_url":"https://infodemiology.jmir.org/2026/1/e74221/PDF","source":{"id":"https://openalex.org/S4210171885","display_name":"JMIR Infodemiology","issn_l":"2564-1891","issn":["2564-1891"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","jufo-1","ki-jl-1","medline"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"JMIR Infodemiology","raw_type":"journal-article"},{"id":"pmid:41494163","doi":null,"is_oa":false,"landing_page_url":"https://pubmed.ncbi.nlm.nih.gov/41494163","pdf_url":null,"source":{"id":"https://openalex.org/S4306525036","display_name":"PubMed","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"JMIR infodemiology","raw_type":"Journal Article"},{"id":"pmh:oai:doaj.org/article:d83d72e7adf5460cac8cba717585aac8","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/d83d72e7adf5460cac8cba717585aac8","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"JMIR Infodemiology, Vol 6, Pp e74221-e74221 (2026)","raw_type":"article"},{"id":"pmh:oai:pubmedcentral.nih.gov:12774395","doi":null,"is_oa":true,"landing_page_url":"https://pmc.ncbi.nlm.nih.gov/articles/PMC12774395/","pdf_url":null,"source":{"id":"https://openalex.org/S2764455111","display_name":"PubMed Central","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1299303238","host_organization_name":"National Institutes of Health","host_organization_lineage":["https://openalex.org/I1299303238"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"JMIR Infodemiology","raw_type":"Text"}],"best_oa_location":{"id":"doi:10.2196/74221","doi":"https://doi.org/10.2196/74221","is_oa":true,"landing_page_url":"https://doi.org/10.2196/74221","pdf_url":"https://infodemiology.jmir.org/2026/1/e74221/PDF","source":{"id":"https://openalex.org/S4210171885","display_name":"JMIR Infodemiology","issn_l":"2564-1891","issn":["2564-1891"],"is_oa":true,"is_in_doaj":true,"is_core":true,"listed_in":["cwts-core","doaj","jufo-1","ki-jl-1","medline"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"JMIR Infodemiology","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Good health and well-being","score":0.6240000128746033,"id":"https://metadata.un.org/sdg/3"}],"sustainable_development_goals_aurora":[{"display_name":"Good health and well-being","score":0.46406495571136475,"id":"https://metadata.un.org/sdg/3"}],"study_designs":[],"awards":[],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7119085474.pdf","grobid_xml":"https://content.openalex.org/works/W7119085474.grobid-xml"},"referenced_works_count":32,"referenced_works":["https://openalex.org/W1503010304","https://openalex.org/W1549093852","https://openalex.org/W1966822331","https://openalex.org/W1980149035","https://openalex.org/W1999755312","https://openalex.org/W2002001181","https://openalex.org/W2028231608","https://openalex.org/W2046461705","https://openalex.org/W2112036122","https://openalex.org/W2155998685","https://openalex.org/W2176727293","https://openalex.org/W2196447821","https://openalex.org/W2233803533","https://openalex.org/W2464719314","https://openalex.org/W2545206947","https://openalex.org/W2591462817","https://openalex.org/W2604716480","https://openalex.org/W2766254307","https://openalex.org/W2806898997","https://openalex.org/W2808600977","https://openalex.org/W2944367981","https://openalex.org/W3002790918","https://openalex.org/W3008853958","https://openalex.org/W3164470546","https://openalex.org/W3192301380","https://openalex.org/W3216269981","https://openalex.org/W4300689655","https://openalex.org/W4386803402","https://openalex.org/W4398242035","https://openalex.org/W4399600592","https://openalex.org/W4412488910","https://openalex.org/W4412736381"],"related_works":[],"abstract_inverted_index":{"Background:":[0],"Alcohol":[1,10,359],"consumption":[2],"in":[3,28,205,246],"China":[4],"poses":[5],"significant":[6,184],"public":[7,17],"health":[8,265,328,385,404],"challenges.":[9],"marketing":[11,159,275,360,370,399],"has":[12],"been":[13],"shown":[14],"to":[15,43,56,272,344,372,393,401],"increase":[16],"alcohol":[18,37,49,76,83,354,398,408],"consumption,":[19],"with":[20,145,199,230,280,337,407],"social":[21],"media":[22],"platforms":[23],"such":[24],"as":[25,153,167],"Douyin":[26,53,92,363],"(TikTok":[27],"Mainland":[29],"China)":[30],"being":[31],"among":[32],"the":[33,45,52,58,61,72,96,146,149,154,158,172,187,234,237,257,285,316,349,403],"main":[34],"channels":[35],"for":[36,119,253,353],"marketing.":[38,409],"Objective:":[39],"This":[40],"study":[41],"aimed":[42],"analyze":[44],"thematic":[46],"content":[47],"of":[48,63,66,134,148,151,164,186,233,239,256,287,318],"advertising":[50],"on":[51,356,362],"platform":[54,74],"and":[55,75,94,106,137,157,161,194,220,241,259,305,326,346,368,376,384,395],"explore":[57],"factors":[59],"influencing":[60],"popularity":[62],"these":[64],"types":[65],"advertising.":[67],"Methods:":[68],"Using":[69],"data":[70],"from":[71,114,342],"JINGDONG":[73],"industry":[77],"reports,":[78],"we":[79,88],"identified":[80],"40":[81],"popular":[82],"brands.":[84],"For":[85],"each":[86,126,165],"brand,":[87],"located":[89],"their":[90],"official":[91],"accounts":[93],"selected":[95],"top":[97],"20":[98,138],"most-liked":[99],"videos":[100,113,174,188,214,235],"posted":[101],"between":[102],"November":[103,107,347],"1,":[104,108],"2020,":[105],"2021.":[109],"In":[110,314],"total,":[111],"659":[112,173],"37":[115],"brands":[116],"were":[117,227,251,277,335],"collected":[118],"analysis.":[120],"Two":[121],"trained":[122],"researchers":[123],"independently":[124],"coded":[125],"video":[127,166,282,374],"using":[128],"a":[129,264],"predefined":[130],"codebook,":[131],"which":[132],"consisted":[133],"7":[135],"sections":[136],"items.":[139],"Binary":[140],"logistic":[141],"regression":[142],"was":[143,189,348],"conducted":[144],"grouping":[147],"number":[150],"likes":[152],"dependent":[155],"variable,":[156],"strategies":[160,276,361],"warning":[162,266],"elements":[163,217,299],"independent":[168],"variables.":[169],"Results:":[170],"Among":[171],"analyzed,":[175],"320":[176],"(48.6%)":[177],"garnered":[178],"more":[179],"than":[180],"1000":[181],"likes.":[182],"A":[183],"portion":[185],"direct":[190],"advertisements":[191,355],"(281/659,":[192],"42.6%)":[193],"short":[195,288],"skits":[196,289],"(255/659,":[197],"38.7%),":[198],"56.0%":[200],"(369/659)":[201],"featuring":[202],"characters":[203],"engaging":[204],"drinking-related":[206],"behaviors":[207],"or":[208],"directly":[209],"consuming":[210],"alcohol.":[211],"Additionally,":[212],"many":[213],"highlighted":[215],"brand":[216,298],"(510/659,":[218],"77.4%)":[219],"extended":[221],"features":[222],"(161/659,":[223],"24.4%).":[224],"Cultural":[225],"themes":[226],"also":[228],"common,":[229],"23.2%":[231],"(153/659)":[232],"promoting":[236],"enjoyment":[238],"life":[240,307],"6.8%":[242],"(45/659)":[243],"emphasizing":[244,306],"balance":[245,308],"life.":[247],"However,":[248],"age":[249,319,382],"restrictions":[250,320,383],"missing":[252],"26.9%":[254],"(177/659)":[255],"videos,":[258],"only":[260],"1.2%":[261],"(8/659)":[262],"included":[263],"stating":[267],"that":[268],"\"Drinking":[269],"is":[270,391],"harmful":[271],"health.\"":[273],"Certain":[274],"significantly":[278],"associated":[279,336,406],"greater":[281],"popularity,":[283],"including":[284],"use":[286],"(odds":[290],"ratio":[291],"[OR]":[292],"2.77,":[293],"95%":[294,302,311,323,332],"CI":[295,303,312,324,333],"1.42-5.41),":[296],"highlighting":[297],"(OR":[300,309,321,330],"2.96,":[301],"1.59-5.51),":[304],"3.44,":[310],"1.11-10.66).":[313],"contrast,":[315],"presence":[317],"0.32,":[322],"0.15-0.67)":[325],"explicit":[327],"warnings":[329,386],"0.06,":[331],"0.01-0.84)":[334],"lower":[338],"popularity.":[339],"The":[340],"period":[341,352],"July":[343],"September":[345],"peak":[350],"release":[351],"Douyin.":[357],"Conclusions:":[358],"leverage":[364],"experiential,":[365],"brand-driven,":[366],"collaborative,":[367],"cultural":[369],"techniques":[371],"enhance":[373],"attractiveness":[375],"create":[377],"alcogenic":[378],"environments.":[379],"Moreover,":[380],"effective":[381],"are":[387],"largely":[388],"absent.":[389],"It":[390],"essential":[392],"legislate":[394],"enforce":[396],"stricter":[397],"regulations":[400],"reduce":[402],"risks":[405]},"counts_by_year":[],"updated_date":"2026-10-02T10:15:12.560889","created_date":"2026-01-08T00:00:00"}